| | Media Buyer & Planner Today | | | | | | | | | #1 YouTube Growing Audience on TVs | | The video-sharing website is undergoing a transition that involves from what devices people view the videos posted on its site. Sarah Ali, head of living room products at YouTube, tells Ad Age that the site's "fastest-growing area is the big screen, the TV." In 2016, viewership of YouTube videos on TV screens grew 90% compared to 2015, and in 2017, viewership on TV screens is projected to rise another 90%, the company says, although not releasing the actual numbers of viewers. But Ad Age reports that with TVs now internet-connected, app-enabled and smart-speaker assisted, it's easier to stream over-the-top to a larger screen. | | WHY THIS MATTERS: YouTube viewers spend considerable more time watching YouTube content when it's on TV versus on a mobile or laptop, according to Mark Marshall, executive VP, entertainment ad sales group at NBCUniversal. And as a result in this year's upfront, NBC had 50% more advertisers buying NBC YouTube content than last year. Diya Jolly, director of product management for YouTube says living room experience is a favorite for advertisers. She says for the past year, advertisers have been asking to serve TV ads exclusively and YouTube has been letting brands target the living room through Google Preferred. | A Take: Ad Age
| | | | #2 FX Offers Ad-Free Viewing on Comcast | | The Time Warner cable network is launching a new premium, commercial-free video on demand service on Comcast on Sept. 5 called FX+ that will cost subscribers $5.99 a month. Subscribers will have access to all episodes of current original shows on FX and FXX, as well as past programming. FX follows AMC networks which launched a similar service with Comcast last month. The FX deal and the earlier AMC deal are both with traditional cable distribution partners rather than the newer over-the-top distributors. | | WHY THIS MATTERS: For FX and AMC the deals are potentially a win-win since they will not only be garnering additional revenue from those who subscribe, but they will also continue to sell advertising on all of their shows available on regular cable. The only rub is that the shows on FX+ will be seen at the same time as the shows airing on FX, only without commercials. That potentially could reduce the number of viewers on FX, lower ratings and negatively impact audiences advertisers pay to target. | Two Takes: B&C | WSJ
| | | | #3 OOH Viewers Boost Sports, News Ratings | | New ratings released by Nielsen for its new national out-of-home viewer reporting service finds that in-home TV viewership for sports and news can grow by as much as 20% when viewing outside the home is added in. Nielsen says that adding TV viewership in offices, airports, hotels, bard and other people's homes is almost equal among viewers 35-plus, and only slightly lower among viewers 18-34. Even those in the 6-17-year old age group make up 10% of all out-of-home viewing. Viewership of sports programming outside the home during the first five months of 2017 averaged 2 hours and 37 minutes, while viewership of news averaged 2 hours and 2 minutes. Other categories lagged far behind, according to an Adweek report. | | WHY THIS MATTERS: Clearly this is good news for both the networks that carry these categories of programming, and for advertisers who buy commercial time in that programming. The new Nielsen ratings service allows the networks to monetize the OOH viewership, and while advertisers do have to pay more, they are reaching a broader audience that is being verified for the first time. | Two Takes: Adweek | MCN
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| | 44.8 | | Percentage of U.S. marketing leaders who say they use data as the primary source when creating their content and ad creative strategy, according to a survey for BrightEdge conducted by SuveyMonkey. Another 29.4% leave it up to "departmental direction," while 10.3% depend primarily on customer feedback. | – Reported by eMarketer
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| | CBS Wins on Big 'Big Brother' | by Michael Malone
CBS was tops in Sunday ratings, putting up a 0.9 score in viewers 18-49, per the Nielsen overnights, and a 4 share. Next up was ABC at 0.8/3. After 60 Minutes scored a 0.7, Big Brother did a 1.9 for CBS, up 6%, and Candy Crush was down a tenth of a point at 0.5. For ABC, an America's Funniest Home Videos repeat started off prime. Celebrity Family Feud did a 1.0, then Steve Harvey's Funderdome a 0.7, down a tenth of a point, and $100,000 Pyramid at a flat 0.7. NBC was at 0.7/3. It aired repeats of Dateline, The Wall and American Ninja Warrior. Fox did a 0.3/1. Following repeated comedies, the American Grit finale did a 0.3, down a tenth of a point. On the Spanish-language networks, Telemundo did a 0.3/1 and Univision a 0.2/1. | |
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| • ROBIN STEINBERG is leaving her role as executive VP of publishing and digital director of investment and activation at Publicis Groupe's media agency Spark Foundry. She has been with MediaVest, which recently merged with Spark to form Spark Foundry, for 13 years. Prior to that she was VP and director of print services at media agency Carat.
• MERV GARRETSON is departing from his position as creative director of VaynerMedia. He has held the position for more than two years, joining VaynerMedia from Spotify.
• EVAN SILVERMAN was promoted to executive VP, global digital products and platforms at A+E Networks. In this new role, he will oversee digital product, technology and design teams for A+E Networks, which includes cable channels A&E, History, Lifetime, FYI and LMN. He will also oversee new initiatives with devices such as Amazon Echo and Google Home. He was most recently senior VP, digital media for A+E Networks, and prior to that, served a similar role at Lifetime. He was also executive product of NBCOlympics.com for the 2004 and 2006 Games. | |
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| News Technology Summit
September 26-27, 2017 | Atlanta Airport Marriott, GA
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Streaming Technology Leadership Summit
October 16-17, 2017 | The Stewart Hotel, NYC
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NYC Television Week
October 16-19, 2017 | NYC
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B&C Hall Of Fame
October 16 | Grand Hyatt Hotel, NYC
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VR 2020 Summit
October 17 | The Stewart Hotel, NYC
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Advanced Advertising
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NextTV Summit New York City
October 18 | Sheraton Times Square, NYC
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Hispanic Television Summit
October 19 | Sheraton Times Square, NYC
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TV Data Summit
October 19 | Sheraton Times Square, NYC
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